Plan for goosebumps
Great events are designed around what people feel, not just what they see. Here's how event professionals are creating excitement, engagement and long-term value on tight budgets.
Are your events marathon sessions packed with presentations, happy hours and scheduled activities from 7am to 10pm? If so, you're missing opportunities to help people connect and retain information, according to Ashley Bohnenkamp.
"Cognitive science tells us that attention and memory don't work that way," says Ashley, senior manager, event solutions for ITA Group.
"One of the most important shifts we're seeing is a move away from content-heavy agendas and toward experiences designed around how people actually learn. The most effective event designs today incorporate participatory learning, peer interaction, reflection and moments of emotional connection that create what we call “goosebump moments,” which attendees remember long after the event ends."
Rather than asking, "What do we want to tell attendees?" planners are increasingly asking, "What do we want attendees to think, feel or do differently after this experience?" according to Ashley.
"That shift is leading to more interactive formats, intentional white space and experiences that feel more human and meaningful," she says. "When attendees become participants rather than spectators, engagement increases and the impact of the event extends far beyond the closing session. These principles were a key focus of our recent work on neuroplasticity and event design, which explores how experience design can support learning, behavior change and long-term event value."
Colleen Connor, CMP, CMM, senior director of events for MPI, agrees that experience-first, attendee-centered design is one of the most influential trends shaping events right now.
"Rather than focusing primarily on main-stage production or packed agendas, organizers are designing events around how attendees feel, interact and engage throughout the entire journey," she says. "Ways to implement this include AI-powered recommendations for personalized agendas, nontraditional venues, meeting spaces with lounge-style furniture instead of traditional theater or roundtable setups, and wellness features such as quiet rooms and mindfulness sessions."
The most successful events create an emotional journey, according to Jennifer Pitt, CMP, from the arrival experience to networking moments and the closing session.
"This might include thoughtful room layouts that encourage connection, along with immersive lighting, sound and even scent (I'm still trying to convince someone to do scratch-and-sniff name badges)," says Pitt, senior event planner for TD Wealth. "When attendees feel connected, energized or inspired, they're more likely to stay engaged and retain key messages. This approach aligns closely with event storytelling principles that emphasize creating memorable, emotionally resonant experiences."
Read the full article in the September/October issue of The Meeting Professional, MPI's magazine.
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